Some Alden retailers do this with shoes. Announce your special, exclusive-to-us make-up to your customers, get your customers to put down a 50% non-refundable deposit (which I'm guessing covers 100% of the retailer's wholesale cost), then tell your customers their orders will arrive in six months. As the retailer, you order only the sizes and respective quantities for which you have taken a deposit.
Fast forward six months . . .
Tell your customers their orders have arrived. Collect the remaining 50% owed by the customer (which I'm guessing is the retailer's profit) before delivering the product.
If a customer decides not to follow through, the retailer might to stuck with a pair of shoes, but he's not out any money because the initial deposit covered his cost. The only thing he's now short of is some storage space.
You're right. It's a GREAT thing for a retailer.